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Peruvian Graphic Design Students Design a Personal Brand for the Athlete Inés Melchor

How Might We Involve Graphic Design Students With Their Environment?

Photo of Victor Omar Vite Leon
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ISIL (Instituto San Ignacio de Loyola) is a peruvian institution of technical higher education. Their careers are linked to business management, technology, communication and design. The educational model is oriented to learning by doing, encouraging the development of projects of practical realization. His training is focused on the development of professional competences complemented by the acquisition of soft skills and a humanistic ethical vision.

In this model, the course Visual Branding seeks to have students develop projects at the service of institutions or individuals relevants for our society. The project seeks to achieve the following training objectives:

  • Experiential experience. Through projects where the student faces the challenges and difficulties that gives him a real application experience.
  • Awareness and connection with the environment. Peru is a multicultural country with extreme social realities. The project brings the student closer to situations that are not necessarily part of their personal environment.
  • Professional social responsibility. Understand the positive impact that your profession can have. Not only for business or commercial development. Also for the development and solution of social problems.

Who is Inés Melchor?

Inés Melchor was born on August 30, 1986 in Huancavelica, one of the areas with the highest poverty rate in Peru. Her childhood and youth lived in the Huancayo, in the central part of the country. From a young age he emphasized his talent as a marathon runner. He holds the South American record in the marathon with a time of 2:26:48. In addition to the record, Melchor is a South American and Pan-American athletics multi-champion. She was chosen as the best Peruvian athlete in the year 2003. She is currently 30 years old.

One of his last accomplishments is given this year in the Marathon of Santiago, where for the second time champion, giving him the classification to World-wide Championship of Athletics of London 2017.

Why Inés Melchor?

The requirements of a high level athlete are high for the Peruvian reality, which makes it difficult to boost national sports talent. For example, Ines training uses a pair of monthly sneakers, whose cost can be US $ 200.00, almost the value of a minimum living wage in Peru.

The Peruvian Institute of Sport, a state entity in charge of promoting and supporting local athletes, gives a monthly salary to Inés. That income only contributes 15% of the expenses demanded by your sports activity. It is necessary to seek the auspices of private companies.

How was the learning experience managed?

The learning experience began with the investigation of the situation of the peruvian athlete. An approach to a reality that could be alien to their own student environments. Soon they knew the history of overcoming Ines as well as the difficulties that an athlete faces in order to compete professionally. The first results of the research were presented throughout the class sessions, focusing on those values that could serve to construct a visual identity of Ines to the world. The research also included references to successful visual developments in other countries.

What was the project about?

The students developed a series of Inés brand identity proposals. This included the development of a Brand book with applications for different media. They also made the design of the promotional poster of an upcoming documentary film about the life of Inés: Prueba de fondo. The central objective was to build an Inés brand with a view to consolidating a powerful professional image. The final mark would be your letter of introduction to the sports world as well as to companies that could potentially be sponsors of your activity.

The project was developed during the second half of 2016. At the end, Inés and his representative chose a proposal to be implemented during 2017.

Director: Gabriel Rodríguez.

Coordinator: Carlos Barrientos.

Profesor: Julio Ishiyama

Student: Gabriel Gamboa.


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Photo of John Delacruz

I really love this project. Your approach to curriculum for design students is very close to mine. Clearly instilling ethical values in design students - their talents can help change the world.

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